- December 1, 2017
- Posted by: Dmitriy
- Category: Digital Marketing
Unlike big corporations with big marketing budgets, small businesses have to make do with the meagre resources they can set aside for this undertaking. This is partly why most of them often espouse the notable benefits of email marketing. Over the years, email has consistently proven effective in recording noteworthy return on investment.
According to available data, email marketing has an average of 4300% ROI for United States businesses. Compared to other forms of marketing, email marketing records the highest rate of conversion at 66%. It is 40 times better at helping businesses acquire new customers than Twitter or Facebook. Email marketing continues its dominance in the marketing world decades after it was invented.
Marketers say that email marketing remains the most effective strategy for brand awareness, product interest acquisition, conversion and customer retention. These statistics are perhaps, in part, why there is an array of software programs that help streamline the whole process of email marketing. This is good news for small businesses that need budget-friendly tools for their email marketing efforts.
With a little patience and enough commitment, you can find workable ways of making the most of your email list. Here is a list of effective email marketing tips to get you started:
Email validation and list management
Email validation is the process of verifying whether an email address is valid and deliverable. It helps marketers know that when they send email to a particular recipient, the message is delivered. While a few years back you would have successfully argued that having undelivered email messages is not a big deal, the argument no longer holds any water. This is because marketers have come to terms with the fact that their bounce rate has a direct bearing on their sender reputation.
Today, mailbox providers are always actively measuring sender reputation. If a sender regularly sends out a significant number of email messages to invalid email addresses, the mailbox providers can mark the sender as a spammer. Email verification, email validation and list cleaning can reduce your bounce rate up to 98%. This means that:
- You will enjoy a relatively high open rate and subsequent conversions
- You can rest easy knowing your email service provider will not suspend your account
- You will save money by avoiding sending messages to invalid email addresses
- Your sender score as well as rate of inbox placement will improve
Regular email list cleaning is important to improve these scores. An email that was once good can go bad because its user shut down his account or left the corporate jobs from where that email account was hosted. Other users leave their email accounts unattended for so long until they become full and unable to receive any more emails. A thorough marketer, therefore, must keep tabs on their email list and do regular cleaning to keep the bounce rate low.
Any marketer who intends to use email marketing must familiarize himself with existing regulations and do everything necessary to stay compliant. Some email marketing laws, for instance, require that all marketing emails have an easy and straightforward way for receivers to unsubscribe. While these compliance regulations are different from one jurisdiction to another, there are certain general principles of email marketing compliance every marketer should know. Take time to learn these standard practices and use them every time you are sending out messages to your email list.
Truth be told, flouting compliance regulations is imprudent and a recipe for disaster. The rule of thumb here is simple: stay compliant; flouting the rules is not worth the risk. Accordingly, set aside resources necessary to acknowledge receipt of an unsubscribe request and respond in the soonest possible time. Taking longer than 10 days to honor the request is swimming in shark infested waters; you don’t want to do that.
For relatively small businesses, you may be able to react to unsubscribe requests manually. As your email list grows, it may become necessary to invest in an email management software program that can do this automatically.
Mixing promotions with high-quality content
A properly designed email marketing strategy must incorporate great content if you are to succeed in keeping your subscribers receptive to your marketing messages. No one wants to find that all they receive are unending sales pitches. That said, it is also important to send an occasional promotional email so that you can take advantage of the valuable opportunities that make email a valuable tool for marketers.
One way to achieve a healthy balance between the promotional messages you are sending out and high-quality content for your subscribers’ consumption is to create a schedule.
Instead of randomly sending your email newsletters, create a schedule that will guide you on how often you should be making your sales pitches to your email newsletter subscribers.
Optimizing for both mobile and PC
The established contours of the email marketing narrative include optimizing for both mobile and the PC. Today, people read emails on their mobile devices than they do on their PCs; close to 68% of all emails being read on these mobile devices. This has undeniable implications to email marketers who must create their email messages in a way that mobile users will find easy and enjoyable to consume. This optimization for mobile must be implemented hand-in-hand with the optimization for the PC. What good is an email marketing campaign if the intended audience does not read it?
Another area you should explore is texting services for businesses. You can incorporate these into your campaigns with a view to increase mobile engagement. After all, SMS is still an extremely popular communication platform that can generate targeted leads for your business. When using a business texting service, you are given a local phone number through which you can send as well as receive texts via an online account.
Everything happens in real-time, meaning you can have back-and-forth chats with your customers. While your customers will most likely be sending their messages from their mobile devices, you can send your messages from a desktop, making the whole process easy and efficient. Therefore, don’t shy away from adding your business number to your email newsletters.
Optimize for social
A subscriber who has fallen in love with your brand may find that waiting for a handful of emails every month is not enough to quench their thirst for the quality information your brand delivers. Consequently, it helps to include links to your pages on social media where interested subscribers can keep up with everything your brand is up to on a daily basis.
Social media platforms give you a relatively more unfettered access to people interested in your brand. They also allow you more room to communicate your brand message while interacting with your people in your target demographics. It might surprise you the impact that the decision to add those links to your email newsletters might have on the efficacy of your marketing campaigns.